TY  - BOOK
AU  - Mariampolski,Hy
TI  - Qualitative market research: a comprehensive guide 
SN  - 0761969454 (pbk.) :
U1  - 658.83 
PY  - 2001///
CY  - London
PB  - SAGE
KW  - Qualitative research
KW  - Marketing research
N1  - List of Tables --; Introduction --; Acknowledgements --; Sect. 1; Understanding Qualitative Research --; 1.1; What Is Qualitative Research --; 1.2; Philosophical Foundations --; 1.3; Qualitative vs. Quantitative --; 1.4; Organizing Qualitative Research --; 1.5; Qualitative Research Applications --; 1.6; Varieties of Qualitative Research --; 1.7; Benefits of Qualitative Research --; 1.8; Reducing Bias and Error --; 1.9; Inappropriate Uses --; Sect. 2; Managing Qualitative Research --; 2.1; Understanding Internal Client Needs --; 2.2; Developing a Useful Project Brief --; 2.3; Determining Clear Project Objectives --; 2.4; Project Planning --; 2.5; Project Budgeting --; 2.6; Global Fieldwork --; 2.7; Locating, Comparing and Selecting Research Firms and Moderators --; 2.8; Locating and Selecting Field Facilities --; 2.9; Conducting Research in Homes and Offices --; 2.10; Other Resources --; 2.11; Recruitment Issues and Concerns --; 2.12; Creating an Effective and Foolproof Screener --; 2.13; Quality Management of Screening --; Sect. 3; Group Moderation and Interviewing Techniques --; 3.1; Preparing for an Interview --; 3.2; The Qualitative Researcher's Frame of Mind --; 3.3; What Are we Looking for --; 3.4; Thinking Creatively --; 3.5; Creating and Using Discussion and Observation Guides --; 3.6; Guidelines for Observing Research Sessions --; 3.7; The Stages of a Research Interview --; 3.8; Playing the Moderator Role --; 3.9; Understanding Respondent Motivations --; 3.10; Using Group Dynamics Effectively --; 3.11; Asking Questions Fairly --; 3.12; Probing --; 3.13; Interpreting Body Language --; 3.14; Exercises in the Focus Group --; 3.15; Projective and Elicitation Techniques --; 3.16; Problem Participants and How to Manage them --; 3.17; Keeping the Discussion Focused --; 3.18; Managing Interview Contingencies --; 3.19; Closing the Interview Effectively --; 3.20; Maximizing the Usefulness of Creative Brainstorming Sessions --; 3.21; Maximizing the Effectiveness of Observational Research --; 3.22; Maximizing the Effectiveness of Research with Special Populations --; Sect. 4; Qualitative Analysis, Reporting and Internal Communication --; 4.1; Collecting Data --; 4.2; Reporting --; 4.3; Developing Persuasive Presentations --; 4.4; Closing the Engagement --; 4.5; Advancing the Research Function --; Appendix --; Endnotes --; References --; Index
ER  -